REDESIGNING THE 1A AUTO ECOMMERCE EXPERIENCE

Challenge: This successful online-only parts distributer needed a new web and mobile shopping experience that brought the best of 1A Auto — guaranteed fit information, industry-leading DIY video library and world-class customer service — to the forefront of the online customer experience.

Strategy: Working closely with 1A Auto’s knowledgeable technology and product team, we discovered that the majority of 1A Auto customers were not experts in car repair, but would do repairs and maintenance to their vehicles themselves if they had the knowledge and skills.

Solution: Putting the know-how in the hands of 1A Auto customers was easy, given the huge volume of high-quality DIY instructional videos available on the site. More than 50% of products have an accompanying video, and each product detail page includes the video to be watched instantly.

From our research, we came to understand that fit was of primary concern to 1A Auto’s target customer, so we developed product detail pages with oversized images to allow for close inspection of parts, and added a customer Guaranteed Fit badge on every page to assure customers that they have the right part. We also designed an always-on search that returns results instantly, oftentimes including images of the product being searched.

The entire experience is also available to mobile users through a separate, custom-designed mobile site that puts finding, viewing, and saving videos at the top of the priority list.

Results: 1A Auto customers can now shop online with confidence, knowing they are buying the right part and that 1A Auto will be there to help them do the work themselves with confidence.